Dead Sea Valley
Strategy | Branding
DSPG is a government company that serves as the Ministry of Tourism’s operational arm for the planning and implementation of solutions for the restoration and protection of the Dead Sea and the surrounding area.
In this once-in-a-lifetime project, we were given an extraordinary opportunity to be part of an ambitious government initiative to promote and develop an entire region, the Dead Sea Valley. Our work included the development of a strategic and creative brand platform that served as a marketing lever to drive a turnaround in the perception of the Dead Sea region, in addition to positioning the region as an exceptional, world-class resort that delivers a total tourist experience, based on its extraordinary physical and cultural characteristics.
The branding project brings together multiple partners such as the Dead Sea Preservation Government Company Ltd, the Israeli Government Advertising Agency (Lapam), government agencies, local authorities, tourism officials and many others.